As well as a new strategic direction, Vodafone wanted a new brand campaign to launch the refocussed foundation initiative. 

Previously the foundation worked with a range of charities for a variety of purposes and causes. The new direction was much more pointed; the aim of supporting smart technology for a healthier Australia.

Visuals for the campaign helped illustrate the story of the foundation and the different areas they were working in. ‘Small Apps. Big Changes’ positioned the campaign and helped consumers understand some of the key projects they were working on, such as Dream Lab which used the power of the smartphone to help cure cancer while they sleep.

It was important to subtly differentiate the foundation from the consumer brand, and this was aided with a real world aesthetic of screen print ink graphics and recycled papers.

Design and art direction: Andy Greer

Copywriter: Ally Neill